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The Power of Branding: Building Emotional Connections and Lasting Value

Discover the significance of branding in creating ownership and loyalty among customers. Strong brands embody personal aspirations and unique identities, enhancing perceived value and driving sales. Effective branding fosters brand equity and sustainability by establishing a consistent message, demonstrating differentiation, and fulfilling clear expectations. Through compelling mission and vision statements, brands connect emotionally with stakeholders while maintaining a focus on corporate responsibility and innovation. Explore the essential elements of a successful brand and how they influence customer experiences today.

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The Power of Branding: Building Emotional Connections and Lasting Value

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  1. Indigo Partners Branding www.IndigoHQ.com

  2. Why branding? “Strong brands do not belong to corporations, but to people”– Mark Gobe, Author of Emotional Branding They: • Create a sense of “ownership” for those who use and love them • Build upon personal identity, aspirations • Utilize innovation to drive or support the brand • Have a unique visual and verbal identity

  3. Why is branding important? • Creates a perception of lasting value • Product/service is worth more $$ • Less discounting required • Creates customer loyalty • Additional purchases • Brand evangelists • Higher memorability • Builds brand equity for long term sustainability

  4. Characteristics of great brands • Have a targeted consistent message • “Do Less Better” – focus goals and execution within capabilities • Demonstrate differentiation • Exhibit patience • Set clear expectations, and deliver -- over and over

  5. Brand Development: The Architecture Mission/Vision/Values Organization’s fundamental reason for existence The perpetual guiding star on the horizon Brand Story Brand Elements: Functional and emotional benefits; personality; credibility Value Proposition:Essence of the brand -- unique and valued aspects Brand Position: Positioning Statement, Tagline, Key Messages Implementation Fund-Raising Customer Experience Website Marketing PR/Advertising CollateralPrograms Company Employees Financials Partnerships Co-Marketing 5

  6. What is a Mission Statement? • A compelling statement that provides emotional and intellectual energy for staff, volunteers and donors • It should be differentiated from other fund-raising organizations • It should be focused on making a real difference in the lives of stakeholders Example:TheatreWorksis committed to being one of America’s outstanding professional theatres. Our work celebrates the human spirit through innovative productions and programs inspired by our exceptionally diverse community.

  7. What is a Vision? • It can be longer than the mission statement • It must paint a picture of how we see the world evolving • It must show how we make an impact • It should give our partners some sense of long-term expectations • It should give our stakeholders assurance that we will be around years from now to support them with innovative and useful services

  8. What are our Values? • Our stakeholders want to know if our brand image, philosophy and ethics are in sync with their own Example: Target Example: Jonathan Adler Pottery • Corporate Responsibility • 5% giving • Protecting the Environment • LEED: Building Green • We believe that your home should make you happy. • We believe that when it comes to decorating, the wife is always right. Unless the husband is gay. • We believe minimalism is a bummer.

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